Morris Museum Case Study And Sea Overview 2011

644 views
585 views

Published on

Overview of the Morris Museum Customer Centricity / Brand Transformation Pro-Bono Effort

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
644
On SlideShare
0
From Embeds
0
Number of Embeds
12
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Morris Museum Case Study And Sea Overview 2011

  1. 1. SEA @ the MuseumUnderstanding Your Audience as anIntegral Part of Delivering a Great MuseumExperience… Before, During and AfterThey Visit MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  2. 2. Our Agenda  What Is Experience Design (XD)?  What is Strategic Experience Alignment (SEA) & How Does It Apply to Contextual Inquiry?  Case Study: The Morris Museum  Discussion: Who Is Delivering Interesting Experiences?  Discussion: What’s Next? How Does Tech Fit in? MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  3. 3. Who Am I?   Graduated BU ’98, BA in Literature   Graduated SHU ‘00, MA in Literate   AKA Prof MacLaren, 98-00 (English Dept)   Married Rich Hall, AKA “The Donk”, SHU ’99, Stillman School of Business   Accenture 00-07, Manager, User Experience Practice for North America CHT   MISI 07-Present, XD Strategist and AD   Museum Experience   Worked with the MET 2002-2003 on Digital Experience for “Manet/Velazquez: The French Taste for Spanish Painting”   Other Museums/ Cultural Projects of Note: Wolf Trap, Atlanta Museum, The Louvre   Began working with Morris Museum Spring ‘103 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  4. 4. What is Experience Design (XD)? MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  5. 5. It goes beyond putting the button in the right spot… Experience Design comprises of ALL of the formal and informal interactions that occur between you and your customer across both digital and analog channels5 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  6. 6. If You Take Away Nothing Else… Who is your audience? What are they trying to do? How can you help them do it?6 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  7. 7. What is Strategic Experience Alignment (SEA)? MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  8. 8. Once Upon A Time…8 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  9. 9. From where they stand, their priorities clash9 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  10. 10. Enter Joe Patron10 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  11. 11. …who gets caught in the middle11 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  12. 12. Instead of fighting over him, they should be listening to him…12 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  13. 13. …because when Joe is happy, everybody’s happy.13 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  14. 14. WHO IS YOUR JOE? What is he trying to do? SUCCESS14 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  15. 15. Are we helping him to succeed? SUCCESS15 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  16. 16. Strategic Experience Alignment: Aligning systems, processes and people with the experiences a business must support in order to achieve their strategic objectives16 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  17. 17. “Everything I learned about User Experience I Learned From Jimmy Buffet” by Greg Hintermeister, Interactions Magazine It’s All About the End-to-End Experience – “…Like catching up with old friends you never you knew you had in a familiar place you’ve never visited.” New- Comer Purchasing Tickets Contributing Factors in the Experience Online •  Easy process It’s All About the Performance •  Parking included •  The performance is the core service so it must be spot on or it’s a deal-breaker. Interim Planning •  Parrothead Newsletter on “planning and getting It’s All About Delivering the Basics… Flawlessly Loyal Fan started” •  Most songs are basic, overplayed and everyone knows them – but that’s what people are there for so sing it loud and proud. It’s All About Being Social •  Buffett concerts turn individual strangers into “loyal friends who will use word of mouth, money, and emotion to promote his product.” Post-Show Arriving in Concert •  Morning-after brunch with City It’s All About Trust strangers who are now •  Friendly hotel employees friends who know what you’re here for •  Buffett-fans invest enormous time and money to see a concert because there is implicit trust that it is worthwhile in the end. It’s All About the Attitude •  Buffett’s brand is his laid-back, smile and Concert Pre-show / laugh attitude that is pulled through at every •  The core of the whole Tailgating touchpoint of the concert experience. experience •  Buffett sponsored activities to set the atmosphere17 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  18. 18. Like it or not, Your Museum IS Your Business   Your visitors are your customers   You have other customers too… the benefactors, the volunteers, the corporate sponsors… and other artists (especially if you are local)   Every time they interact with you, they experience your brand   They will tell others their experiences (the good, the bad, the ugly)   Near by/ similar institutions to yours can be your competition or your partner Don’t underestimate the power of the smallest interaction.18 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  19. 19. Story Time: The Morris Museum MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  20. 20. Story Time: The Morris Museum and SEA   Prior to 1927 – Objects and Artifacts for display @ Morristown Neighborhood House   1927 – Continues to grow, focus on education and engagement   1938-1956 – Museum occupies Maple Avenue School, focus on community relationship building – particularly with local schools   1943 – Museum incorporated, education outreach   1963 – Moves to “Twin Oaks, the former Frelinghusen Estate (the old mansion)   1970 = Gallery space increased, 312- seat theater added   1990 – Complex further expanded to 75,524 (modern architecture design to new additions)20 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  21. 21. Morris Museum &Bickford TheaterBranding & Communication StrategyExecutive BriefSeptember 15, 2010
  22. 22. AgendaI. Approach III. What’s Next? Our Mission Research Overview IV. A Little Surprise Who We Spoke ToII. Key Themes Branding Marketing Physical Space MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  23. 23. Approach: Our MissionIncrease awareness and cross-pollination of the Morris Museumand Bickford Theater  Via clear and engaging brand strategy  Via audience focused multi-touch, diverse communication strategyIncrease active participation in Museum & Theater programs  Attendance & Enjoyment  Membership & Donation  Volunteerism & Engagement MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  24. 24. Approach: Research OverviewInterviews, surveys, and web analyticswere performed to better understand:  Community awareness  Perceptions of the current experience at the Museum and Theater Marketing Tactics Physical  Perceptions of current brand and Space marketing materials  Key support drivers  Areas of opportunity for expanding the Volunteers reach of the Museum and Theater  General online behaviors Actual Experience MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  25. 25. Approach: Who We Spoke ToAs a next step – we will want to speak more with Museum volunteers. Museum Intercepts Theatre Branding Intercepts Sessions Research included 390 participants Online Community Competitive Intercepts Assessment Online / Email Surveys MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  26. 26. Theme: This Is Not Your Parents’ Morris MuseumThe juxtaposition of old with new and art with science is at the heart of whysupporters love the museum and theater – go with it. MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  27. 27. Theme:This Is Not Your Parents’Morris MuseumInstead of hiding it in a by-line, make it thelead in your brand strategy – your base willcontinue to connect with you, and yourtarget will be curious to learn more.
  28. 28. Theme: Broad-Reaching Marketing Will Be KeyGo beyond word-of-mouth when looking to reach new audiences, they may not beconnected to those who are already “in the know”. MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  29. 29. Theme: Once You Have Got Them There…The physical experience of the Museum should reflect the brand with every interaction a visitorhas; it should also ensure they leave with a plan to return. MISI Company, Ltd. | Classification: Confidential | Information owner: MISI Company Disclosure range: MISI XD employees and Morris Museum Employees and Volunteers
  30. 30. Spatial Recommendations: Leverage Lobby Area as a “Hook” Center Door Signage Tabl Signage eGift Shop Desk Tabl e Tabl e Tabl e Tabl e Tabl e Museum Office Tabl Welcome e Area Kiosk Kiosk Tabl e Tabl e Signage Kiosk Signage Restroom Theatre Entrance Theatre Signage
  31. 31. What’s Next?: Prioritizing Areas of OpportunityBased on the research conducted, we believe there are some immediate things the MM andBT can begin working on while longer term activities are in the works.
  32. 32. Discussion: Who Is Delivering Interesting Experiences? MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  33. 33. A Few Examples to Get Us Started   MET   Egyptian Exhibit – general experience and ambiance   Seattle Center   Student Dossiers & “Edutainment”   Wolf Trap   Benefactor and Donor Engagement   National Museum of the American Indian   Collaborative Program Design (Curators, Educators, Students/Visitors, and Technologists)   “Giving Museum Goers What They Want”, (NYT 05132010: http://www.nytimes.com/2010/05/16/arts/design/16oakland.html? src=me&ref=arts )38 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  34. 34. Discussion: What’s Next? How Does Tech Fit In? MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  35. 35. A Few Examples to Get Us Started   In-museum Mobile Applications (“From Picassos to Sarcophagi, Guided by Phone Apps”, NYT 10/1/2010: http://www.nytimes.com/2010/10/02/arts/design/02apps.html? _r=1 )   Brooklyn Museum (Virtual Dossier)   American Museum of Natural History (Geo Location)   Virtual and Second Life Galleries   MET (Comparative Art, Art in Context)   Virtual Gallerie (http://www.virtualgallerie.com/)   Wide Open Education ( http://oedb.org/blogs/wideopen/2007/old-masters-picture-gallery-in- second-life/ )   Social Media   …40 MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU
  36. 36. Thank you!Jerilyn MacLaren-HallMISI Experience Design Strategistjmaclarenhall@misicompany.comConnect with me on LinkedIn: http://www.linkedin.com/in/jmmaclarenhallSee my blog entries here: http://www.misicompany.com/xdblog/index.php/author/jmaclarenhall/Follow me on Twitter: <jmmaclarenhall> and <MisiCompany>Informed Experience Design • Innovative Solutions • Strategic Staffingwww.misicompany.com MISI Company, Ltd. | Classification: confidential | Information owner: Jerilyn MacLaren Hall Disclosure range: MISI employees and students of SHU

×